Crisis Communication in Action: KitchenAid’s Twitter Mistake

This past week during the presidential debate, the KitchenAid Twitter account sent out an offensive tweet about President Obama and his grandmother. KitchenAid’s account quickly removed the original tweet and posted an apology to its followers. However, before the removal of the tweet, many followers had already retweeted the account.

How did this happen? A social media manager made a simple and easy mistake. He or she was tweeting during the presidential debate and had both accounts, personal and company, synced to their Twitter app. When posting the tweet, the user thought they were signed into their own personal Twitter account rather than the KitchenAid corporate account.

When working in social media, it’s very important to be detail-oriented, especially when you are managing a brand. You must be careful what you say from the brands perspective.  This mistake is simple, but could have the potential to harm a brand. Luckily, in this case most of KitchenAid’s followers understood this mistake as the brand acted quickly acknowledging their mistake.

I think it’s best to use this type of scenario as a learning experience for all social media managers. Know where you are talking and whom you are talking to.  This type of error shouldn’t happen, but I give my kudos to KitchenAid for their approach to take action and recover from the tweet immediately. A simple act of crisis communication.

See what the tweet actually said here.
Disaster and recovery time here.

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